The multichannel strategy is an excellent strategy for generating relevant and targeted traffic based on your audience. But without content, it is impossible to implement it effectively. That is why content marketing is important! Come on, smile and build your skills with your Webmecanik experts!
Content marketing, what is it?
You probably already know this, content marketing is the act of creating content in order to gain visibility and build expertise. A pillar of inbound marketing, content marketing makes it possible to generate leads through content distribution.
Adaptable content depending on your prospects
Depending on the audience you are targeting in your multichannel strategy, you need to adapt your content. Indeed, you are not going to communicate the same information depending on the environment your prospect is in. For example, depending on where your customer is in your sales cycle, your prospect will not need the same content as a prospect who does not know you.
In fact, to develop your multichannel strategy, you need to develop content according to several criteria:
- needs
- copywriting
- your brand.
According to your prospects’ needs
Creating content can have several objectives. First, from an SEO perspective, it will improve your positioning on different search engines. But keep in mind that if you want to create content, it is above all to meet your prospects’ needs. It seems inconceivable, for example, to create a white paper on a topic your prospects are not interested in.
For example, think about your customer journey: you can create several pieces of specific content linked to each stage of it. A benchmark if your prospect is hesitating between several products to help them decide, or a webinar to reinforce their choice of product. To go even further, you can even offer your customers quizzes or self-assessments, which everyone loves!
The art of selling well: copywriting
Good content marketing cannot happen without a great pen! The second important point in writing content is being able to communicate about these topics in order to capitalize on them. Combined with copywriting, your content will be real sources of profit.
In copywriting, every word matters and can help you immediately capture your prospects’ attention. From the moment you have your prospect’s attention, your ultimate goal is to reassure them as much as possible so they understand that the risks are minimal compared with the associated benefits.
According to your brand: brand content
Finally, one of the strengths of content marketing lies in implementing a brand content strategy. It means communicating your brand values in order to give meaning to your product and your brand’s various actions. In fact, it is important that this type of content should not only serve to generate traffic, but also to be differentiating while remaining aligned with your brand values. Of course, nothing is left to chance, even if this content is different from purely SEO or commercial content; it still needs to fit into your content strategy.
Many brands use this type of strategy. The most famous remains Red Bull, with its many extreme sports event sponsorships that almost make us forget the company basically sells energy drinks!
Snack content vs brand content
The opposite of brand content is snack content. It includes all types of content that are consumed quickly. They can take different forms, whether as a checklist, an infographic, or articles of 250/300 words. This content is useful for quickly gaining visibility and awareness on social media.
However, it should not be overused. You must keep in mind that your customers expect expertise from your content. So you need to offer serious content from time to time. Always keep some in reserve so you can continue developing your content during the quieter periods of your multichannel strategy. For example, alternate 2 brand content pieces, 1 snack content piece, 2 brand content pieces, 1 snack content piece, etc. Content of varying sizes and consumption styles will undoubtedly help you achieve good performance.
The different types of content marketing
To develop your multichannel strategy, it is necessary to diversify your content formats in order to acquire as many leads as possible.
Infographics
Very useful for sharing a single, easy-to-understand piece of information, infographics are part of snack content. Social media users are very fond of this kind of content because it is very easy to extract the essential information from it. With a good visual format, it will also be easy to reuse this format for other purposes.
The pop-in
An evolution of the pop-up, the pop-in allows you to display relevant information on one or more pages of your company website. To personalize your message, you can use dynamic content to display your message to certain people. For example, show a cart reminder pop-in if your customer has not completed their cart.
The blog article
Use blog articles to showcase all of your expertise to your audience. Always remember that when you write an article, you need to add not only value to it but also top-notch SEO so it gets read. It can also be very useful to offer your audience more substantial downloadable content, such as white papers.
The white paper
The white paper is very interesting content because it plays a double game (#joegoelberg): on the one hand, it supports your expertise and shows your audience that you are qualified in your field. On the other hand, it becomes one of the triggers because it can be downloaded in exchange for data and therefore used for your marketing actions and automation campaigns.
The webinar
Just like the white paper, the webinar has several roles in terms of usefulness; in addition to doing what the white paper does, it also adds a human dimension to your message, and it is a dynamic format often delivered live. Also remember to record your session and offer it as a replay.
Using your content marketing to streamline your multichannel strategy
All this content can fit into your multichannel strategy. In fact, each type of content can be considered a different acquisition channel, and each can interact with the others. For example, the pop-in can help you highlight a webinar or white paper. You can use your white papers at trade shows to showcase your expertise.
Content marketing and multichannel strategy
In fact, content marketing is an integral part of the multichannel strategy.
Deploy your content through your different communication channels
In fact, to unlock the full potential of your content, it is important to use all of your communication channels. Newsletter, social media—do not hold back when it comes to your content.
Develop your content to improve the user experience
Linking your content marketing and your multichannel strategy will also allow you to improve your customer experience. Improving your navigation to distribute the most relevant content to your audience is, without a doubt, a winning strategy.
Also read: understanding and defining the user experience
Boost the results of your content marketing with marketing automation
We mentioned this a little earlier, but your content can be a tremendous opportunity to boost your lead generation. Indeed, your marketing automation campaigns can be programmed to trigger automated emails when an important resource is downloaded or when your prospects regularly view your content.
We often repeat this, but personalizing your email is at the heart of marketing automation and truly helps boost your results. As a reminder, 87% of consumers say that personalized content influences their perception of a brand
So imagine the reaction of your prospects who receive a personalized email from their favorite brand with their first name, last name, place of residence, etc.
And concretely, how does a marketing automation scenario unfold?
Examples of marketing automation
A typical example of an automation campaign that works is onboarding campaigns. For example, you can program automatic emails each time one of your prospects consumes your products, including their first and last name, while also offering a product recommendation that could go with their purchase.
For example, if a prospect buys a computer, offer them a mouse or a keyboard in their thank-you email. Go even further by presenting complementary products in pop-ins on the site based on their browsing behavior.
Marketing automation includes features that make full use of the content you produce. For example, custom objects (did we lose you?) can allow you to group all your prospects or customers into the same basket. For example, all your customers who bought the same product, or all your prospects who connected to your site between 2 p.m. and 4 p.m.
This entire process will allow you to directly target the prospects you want to reach with relevant and personalized content! For example, you can very well prepare a comparative benchmark between one of your competitors and your product and send it to everyone who showed interest in that product.
A multichannel strategy, combined with marketing automation, is a source of opportunities for all those who give themselves the means to succeed. You have all the cards in hand to distribute your content optimally. It’s your move!
